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Daniels TruGreen Lawn Care Services

Student’s Name

Institutional Affiliations

Course

Instructor

Date
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Executive Summary

Daniels TruGreen Lawn Care Services is an LLC company founded in Miami, Florida,

and it offers services in lawn care using an environmentally friendly approach. Our vision is to

be a reputable lawn mowing company that offers clients professional services that will enhance

the beauty of their lawns for optimal utilization. We strive to make aesthetics and health of the

lawns the critical objectives while, on the other hand, our impact on the environment is given a

minimal value. We also estimate $ 50,000 for the first months in the form of equipment,

facilities, inventories, legal actions, and publicity. The company expects to achieve revenues of

$100000 in the initial year from the aggressive acquisition of one hundred residents and ten

corporate entities. The profit and loss forecast for the year projecting 20% growth per year

envisages net profit at $ 30,000 after deducting operating expenses totaling $ 70,000. The

working capital synthesis involves a positive cash flow, which signifies enough cash to meet

monthly expenses and tackle revenue fluctuations. This means that $ 60,000 in sales will be

needed to break even, and this will be realized within the first six months of operation. Our

operations will be centralized in Miami while ensuring that adequate emphasis is placed on

service delivery using modern and environmentally friendly equipment. The services will be

mowing, fertilization, pest control, and seasonal treatments, and services will also be flexible

based on the client's needs. The marketing strategy that will be adopted will be the Internet,

particularly social media, and local advertisement to target customers. By delivering high-quality

services and focusing on sustainability, Daniels TruGreen plans to become one of Miami's most

recognized lawn care service companies.

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Daniels TruGreen Lawn Care Services

Company Description

Business Name and Structure

Daniels TruGreen Lawn Care Services will be under Limited Liability Company (LLC)

since it offers the manager/owner more freedom in decision-making as well as provides the

owner personal asset protection. Such structure enables the growth of the commercial entity

while at the same time affording legal protection to the owner.

Business Location

It will be based in Miami Florida targeting both the commercial and residential markets

in Miami and its environs. Lawn care is a business that is needed throughout the year because

Miami is characterized by warm weather and people need their lawns to be mown, trimmed or

controlled for pests during a whole year round.

Type of Business

TruGreen Lawn Care Services is a landscaping company that offers lawn care services,

such as mowing, fertilizing, weed eating, pest control, and year-round yard work. Miami’s

climate is lush with greenery, so the demand for professional lawn care services is well-

grounded. We plan to specialize in organic lawn care to respond to the increasing market need

for a greener business practice in the region.

Company History

Daniels TruGreen Lawn Care Services is in its infancy; nonetheless, the owner has

experience in the TruGreen Lawn Care Services industry. It is self-evident that such practical

education and thorough information about Miami climate and vegetation guarantees that a

business can offer its customers professional and trustworthy services.

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Business Objectives

The primary aim of the present business is to become a reputable and trustworthy lawn

care services company in Miami during the first two years of its existence. Our strategic goals

thus include forming a customer loyalty program based on excellent service delivery,

environmental conservation, and reasonable prices. As the business expands, new neighborhoods

and commercial contracts form the core business growth strategies.

Market Research

Industry Overview

Lawn care and landscaping is an emerging market since it involves cutting lawn, making

gardens, and maintaining them throughout the year, which is convenient in areas that remain

warm throughout the year such as Miami Florida. According to Ervin et al., (2022), the recent

survey indicates that the lawn care industry in the U. S has grown due to improving

homeownership, development in commercial properties and estates as well as the customer taste

for enhancing beauty and appearance of their yards. There are considerable business prospects

for the lawn care services for residential as well as commercial properties with this environment.

Target Market Analysis

The intended market segment at Daniels TruGreen Lawn Care Services will therefore

encompass all those homeowners in Miami with Lawns together with the commercial property

managers who would require our services. Some of the more important residential customers

shall be middle to high income homeowners who care so much for the façade of their homes and

are often constrained by time and or sometimes lack expertise to properly maintain such lawns.

On the commercial end we shall be appealing well to office parks, apartment complex and any
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business that requires their exterior to be tended by professional. Further, we will focus on

business that manages many properties and will provide them with unique service options.

Customer Segmentation

Our customer base will be segmented into three primary groups:

 Homeowners: Home owners of suburban homes in need of frequent and consistent

mowing and other landscaping services.

 Commercial Clients: Companies involved in property management as well as business

entities in search of professional lawn care services for office complex, shopping malls

and apartment buildings.

 Environmentally Conscious Clients: A restricted client base of consumers, who are

particular about the environmental impact of lawn mowing and use only environmentally

friendly products and processes such as organic fertilizers.

Market Trends

There is an observed increase in companies going green as people's awareness of the

impact of pollution increases in the lawn care industry. The public is now more conscious about

using organic materials for lawn mowing, little chemical sprays on lawns, and water-saving

methods (Hayden et al., 2023). Other technologies that are becoming more common in homes

include automated lawnmowers and innovative irrigation systems, which are also an indication

of the changing expectations among customers.

Competitive Analysis

The competition in the Miami lawn care market is high, and Miami is saturated with

several companies which provide services of a similar nature. However, Daniels TruGreen Lawn

Care Services will have competitive advantages majoring in the state of sustainable services,
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tailored services packages and guaranteed customer satisfaction. Many competitors neglect

creativity and follow the same plan and strategies while our goal is to provide new methods such

as ecological revisions and individualized plots for every client.

Services Offered

Services offered in Lawn Care

Daniels TruGreen Lawn Care Services is a company that deals with lawn mowing and

care and it has a special focus on both residential and commercial lawns. Our fundamental

services include but are not limited to mowing, trimming or edging, fertilizing the lawn, applying

weed control, pesticide application, and soil exercising. We employ state-of-art tools and green

chemistries for processing to achieve the highest quality results together with preserving the

environment. Yet, at the service of our clients, we not only provide basic mowing services but

also specialized services, including, among others, repair of affected turfs, rejuvenation of lawns

and installation of sods.

Seasonal Services

The region enjoys a tropical climate hence mowing services are usable at any one time of

the year. However, there are some seasons that this treatment cannot be applied during. For

instance, in preparation for the summer holidays, we offer a pre summer pest control service

since pests may thrive well during the hot season in the same way that in the rainy period, we

offer a special weed control and drains services to ensure we manage excess water. During the

winter season, even though the demand for mowing services may be low, we have services like

the clean up exercises, branch trimming, treatment services for the lawns during the winters as

well.

Service Packages
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Through Daniels TruGreen Lawn Care Services, the modifications are made to match the

clients to suit the various packages that they are likely to subscribe to. This is usually

accompanied by our basic service package which entails mowing, trimming and edging either on

weekly or bi-weekly basis. Fertilization, pest control and the treatments related to the change of

season are the additional services that come together with the package commonly called

Premium. To our commercial customers, we provide specific contracts depending on the size of

the property and the service’s frequency. Clients also have an option of services that are within

single visit or engage in service contracts which are renewable annually at a discounted price.

Pricing Strategy

The cost approach would therefore involve offering reasonable prices that would respond

to the quality of our services and our approach to sustainability. In the case of the residential

clients, cost depends on the size of the yard, the chosen frequency of mowing services and

availability of extra services such as fertilization and diseases control. There is clearly no fixed

rate for the type of services made available for commercial properties; the property size and type,

situation, and the nature of the services required are usually the factors; hence clients are usually

offered a custom quotation after consultation. Our goal is to create fairly cheap service packages

with as little sacrificing the quality of the service as possible.

Marketing Strategy

Value Proposition

Daniels TruGreen Lawn Care Services offers a unique value proposition: effective

organic lawn care solutions that best suit the climate of the state of Miami. This element of

selecting and using organic products in the company and other environmentally friendly

practices also make a difference between us and competitors. Consumers will obtain professional
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and dependable service making the look of their lawns better while at the same time being

environmentally friendly. We also provide specialized services and quality care making sure that

all clients’ needs are fulfilled.

Branding and Positioning

Of all the brands, we will be adopting the Miami lawn care and landscaping service

provider brand, as a premium brand with consideration for the environment. Several components

will be used in branding, which are; green, clean and healthiness of the lawns together with a

touch on the green concept. This identity will be implemented in the company logo, website, and

promotional and business materials by adopting more modern and nature-related themes.

Clientele aware of the need to pay for quality from a reputable company that emphasizes on the

environment, customers, and bottom-line will be attracted to ours.

Promotional Strategies

The major steps toward the creation of the initially strong brand image will involve the

following promotion strategy. Overall it means we build and run a professional website for the

operation of the business, aimed at searching internet traffic in the locality (López García et al.,

2019). Social media marketing will be also performed; the service needs to be advertised through

such websites as Instagram and Facebook, where one can publish pictures with the effects of the

service, templates of the service, the opinions of the customers, and the special offers of the

certain seasons. Also, we shall use flyers and door hangers in desired neighborhoods, especially

during the periods when lawn care is most popular.

Customer Acquisition Strategy

Our customer acquisition approach will therefore involve placing adverts on popular

social media platforms, local discussion forums, cooperation with estate agents and property
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managing companies. We will also set up coupons and introductory offers for specific services

as a tactic of getting the new customers. A great way to reinforce word-of-mouth marketing is by

the introduction of a referral program.

Customer Retention Programs

To keep customers loyal, Daniels TruGreen will use promotions that include free services

for those customers who request long-term service or for those who seek repeated service.

Customer Engagement and retention Communication will be done regularly, and our follow-up

will be impressive; in addition, our follow-ups will also entail giving out seasonal tips and

reminders. Additional service credits or discounts will also be given to clients referring other

clients to our company.

Operations Plan

Business Location and Facilities

The Daniels TruGreen Lawn Care Services will be based at Miami Florida as a central

office. The office will also act as the center to coordinate all customer bookings and inquiries

and manage the operations. In addition, a small storage building on the site will be used to store

equipment, tools, and vehicles, which the team has to use daily to service their service routes.

Location is strategic; therefore, the unit will efficiently and quickly access residential and

commercial clients in Miami and nearby areas.

Equipment and Tools

To ensure the best lawn care services are provided, the business will incorporate modern

and environmentally friendly equipment. Among these pieces of equipment are riding

lawnmowers, sidewalk mowers, string trimmers, blower vacs, hedge trimmers, and aerators.

Other items to be sold here are organic fertilizers, pest control agents, and irrigation implements
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that are environmentally friendly to cater to the needs of the environmentally-sensitive clients.

Thus, a routine maintenance schedule will be developed to ensure that equipment is in the best

possible condition to prevent schedule breakdowns and therefore guarantee excellent services.

Supplier Relationships

Daniels TruGreen services will contract with reliable suppliers and purchase

environmentally friendly materials, including fertilizers and pest control services. This way,

since high-quality relations will be forged with the local suppliers, the firm will be able to

negotiate favorable prices and stable sources of goods. We will also purchase equipment from

trusted suppliers and make a list of backup suppliers to avoid being paralyzed by shortages of

services.

Staffing Requirements

At the start, the business will create a small workforce, including the owner,

administrative personnel, and two to three lawn care technicians. This is because as the company

expands the workforce will grow with increased human resource to fulfill the demand of

customers. The training will include environmental sensitization and customer relations for all

the technicians to be employed to maintain high standards.

Day-to-Day Operation

Such routine tasks will include organizing the dispatching of the lawn care teams, taking

them, and servicing the clients via appointments or contracts. The administrative staff will

manage the direct interaction with the clients and account management while the services will be

coordinated by them. Professionals assigned to the mandatory procedures will carry out the

procedures and record the work done and customers’ evaluations. All equipment will be cleaned

and ready for the following day's activities.

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Management and Organization

Ownership Structure

Daniels TruGreen Lawn Care Services will be established as a limited liability company,

meaning that it will be owned and operated by only me. The LLC structure allows for protecting

individuals from the business's work while allowing for future changes regarding other business

associates or investors.

Management Team

At the initial stage, the management team will be headed by me, and I will be the owner

of the company and the general manager simultaneously. Domenic has valuable knowledge in

the sphere of Lawn care, so he will be responsible for all the business processes, such as the

development of the business plans, sales, marketing, and financial issues. With an increase in the

size of the business, an operations manager will be hired to help manage the business day to day,

and clients will be hired.

Roles and Responsibilities

 Owner/General Manager: Oversights the business’ strategic direction, the plans for the

business’s finances, the marketing strategies for the business, and the growth of the

company. Domenic will also be responsible for supplier management and service delivery.

 Operations Manager: This position will be in charge of the lawn care teams after

recruitment, as well as other administrative tasks, including organizing services, keeping the

customers happy, and supervising the maintenance of equipment. They will also help in the

recruitment and training of staff as well as in the compilation and analysis of data needed for

the project.
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 Administrative Support: This role will respond to customer questions and appointments and

manage accounts, receipts, and customer files. It will also support marketing and social

media platform activities.

 Lawn Care Technicians: Mow, trim, fertilize, and control pests on the lawn daily. Then,

there will be certifications in environmental conservation and customer service techniques

among the technicians, which will enhance the quality of results.

Organizational Chart

As for the organization, during the first stages of the business development, there is only

one director who supervises the several employees, including the administrative staff and lawn

care workers. Distribution center and a spare part bin: As the company expands, the operation of

the distribution center with an operations manager plus more technicians will make a

multilayered structure for the company.

Key Hires

As established earlier in the early expansion stage, the company will hire an operations

manager and more lawn care technicians depending on the amount of business it receives.

Recruiting a marketing coordinator may also be required to improve the branding and the

organization’s online profile.

Financial Plan

Startup Costs

In the first year, Daniels TruGreen Lawn Care Services's operating costs totaled $50,000.

These costs include $25000 for purchasing equipment and tools used in lawn care, $10000 for

leasing storage space and office, $5000 for purchasing initial stock of environmentally friendly
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products, and $5000 for legal and administrative expenses. Marketing, branding, and developing

a website are other expenses that cost $5,000.

Sales Forecast

The establishment's expected annual sales revenue for the first year of operation is

$100,000. This projection assumes it will secure a hundred residential customers and ten

commercial deals. Due to launching the business, the growth rate for sales volume will be 15

percent per year, and after the company sets its ground and grows, we shall anticipate a growth

rate of 20 percent per year.

Profit and Loss Projection

The first-year sales forecast is one hundred thousand dollars, while the expenses will be

seventy thousand. These include allowances for employees’ remunerations, equipment

maintenance used during the operation, consumables, and other incidental charges. Not only this,

but the overall projected net profit of the store amounts to $ 30,000. We believe the profitability

will follow the increase in the number of customers the business can attract.

Cash Flow Projection

There is a positive balance of the operational cash flow in the balance of the expenses,

which means that the company will have enough to cover all the operating costs for the month

and even some emergency cases. According to Hayne, (2022), performing constant checks shall

ensure that, as an organization, we primarily control the cash levels and, specifically, deal with

fluctuations resulting from seasonal business.

Break-Even Analysis
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The below break-even analysis shows that to make all fixed and variable costs, Daniels

TruGreen needs to garner $60 000 in revenue. We expect to be able to record this breakeven in

the first half of the business operation.

Funding Requirements

To cover the startup cost, we will require $30000 in funding. This funding will meet the

first cost and offer raw materials and other materials for running the business until it starts

generating revenue income.

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References

Ervin, D. E., Dixon, L. M., Montry, A., Patton, A. J., Bowling, B., Elmore, M. T.,

Gannon, T. W., Kaminski, J. E., Kowalewski, A. R., McCurdy, J. D., McElroy, J. S.,

Unruh, J. B., & Bagavathiannan, M. V. (2022). Contemporary challenges and

opportunities for improved lawn weed management: Insights from U.S. lawn care

operators. Outlooks on Pest Management, 33(3), 95-

100. https://doi.org/10.1564/v33_jun_04

Hayden, L., Oki, L. R., Haver, D., Majcherek, T., Windbiel-Rojas, K., & Cadenasso, M. L.

(2023). Residential adoption of best landscape management practices: Effects of outreach

to reduce non-point source pollution. Land, 12(2),

382. https://doi.org/10.3390/land12020382

Hayne, C. (2022). The effect of discontinuous and unpredictable environmental change on

management accounting during organizational crisis: A Field study*. Contemporary

Accounting Research, 39(3), 1758-1796. https://doi.org/10.1111/1911-3846.12767

López García, J. J., Lizcano, D., Ramos, C. M., & Matos, N. (2019). Digital marketing actions

that achieve a better attraction and loyalty of users: An analytical study. Future

Internet, 11(6), 130. https://doi.org/10.3390/fi11060130